Abstract

This chapter discusses self-service and the Internet in the context of two studies, based in the UK, and undertaken during 1998-2005. They are united by a common framework of critically analyzing discourses of e-shopping in the
‘digital age’. Firstly myths surrounding e-shopping are deconstructed with a view to analyzing the so-called ‘sovereign consumer’ and the e-shopping experience.
The second study considers home e-shopping in the UK. In an atmosphere where we are urged to engage with ICT’s in all spheres of our lives, the domestication of ICT’s necessitates consideration of the gendered family in gendered households. In conclusion, we argue those self-service aspects of e-shopping are not signs of
empowerment and self-determination. The notion of the sovereign consumer exercising power and control globally is an enduring myth.